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Advertising the Thin-Ideal to the Mi...

Morrill, Melanie Bryde.

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Advertising the Thin-Ideal to the Middle-Aged Woman: A Rhetorical Analysis.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Advertising the Thin-Ideal to the Middle-Aged Woman: A Rhetorical Analysis./
作者:	Morrill, Melanie Bryde.
面頁冊數:	47 p.
附註:	Source: Masters Abstracts International, Volume: 54-02.
Contained By:	Masters Abstracts International54-02(E).
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1571803
ISBN:	9781321444001

Advertising the Thin-Ideal to the Middle-Aged Woman: A Rhetorical Analysis.
Morrill, Melanie Bryde.

Advertising the Thin-Ideal to the Middle-Aged Woman: A Rhetorical Analysis. - 47 p.

Source: Masters Abstracts International, Volume: 54-02.

Thesis (M.A.)--Gonzaga University, 2014.

This item must not be sold to any third party vendors.

This study is an ideological rhetorical analysis of how women's magazine encode the "thin-ideal" in advertisements to women over forty. Analysis of three women's magazines, all of which are geared to older women, focused on the rhetorical strategies employed by advertisers when communicating the "thin-ideal" to these women. The theoretical basis of the work includes semiotics, Festinger's social comparison theory, and Hall's cultural studies. The findings of the study are: 1) the "thin-ideal" is connoted with youth, 2) depictions of women over forty are scarce in the advertisements of the magazines for which they are the purported audience, 3) aging is encoded as a disease, 4) depictions of "real women" are limited mainly to advertisements for goods and services to treat health conditions, and 5) the lack of numerous thin-ideal depictions still reinforce the values of what society deems socially valid. Such findings indicate that persuasion is complete. Magazine advertisements no longer have to persuade readers, who having spent a lifetime internalizing the thin-ideal to participate in conscious social comparison processes to buy into the predominant ideology. This ideology communicates to middle-aged women that if they want to remain valuable and visible within society, they will conform to the requirements of an unrealistic thin-ideal, despite the cost to their physical, emotional, and financial health.

ISBN: 9781321444001Subjects--Topical Terms:

2144804
Mass communication.

Advertising the Thin-Ideal to the Middle-Aged Woman: A Rhetorical Analysis.
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245 1 0 $a Advertising the Thin-Ideal to the Middle-Aged Woman: A Rhetorical Analysis.
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500 $a Source: Masters Abstracts International, Volume: 54-02.
500 $a Advisers: Heather M. Crandall; John S. Caputo.
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506 $a This item must not be added to any third party search indexes.
520 $a This study is an ideological rhetorical analysis of how women's magazine encode the "thin-ideal" in advertisements to women over forty. Analysis of three women's magazines, all of which are geared to older women, focused on the rhetorical strategies employed by advertisers when communicating the "thin-ideal" to these women. The theoretical basis of the work includes semiotics, Festinger's social comparison theory, and Hall's cultural studies. The findings of the study are: 1) the "thin-ideal" is connoted with youth, 2) depictions of women over forty are scarce in the advertisements of the magazines for which they are the purported audience, 3) aging is encoded as a disease, 4) depictions of "real women" are limited mainly to advertisements for goods and services to treat health conditions, and 5) the lack of numerous thin-ideal depictions still reinforce the values of what society deems socially valid. Such findings indicate that persuasion is complete. Magazine advertisements no longer have to persuade readers, who having spent a lifetime internalizing the thin-ideal to participate in conscious social comparison processes to buy into the predominant ideology. This ideology communicates to middle-aged women that if they want to remain valuable and visible within society, they will conform to the requirements of an unrealistic thin-ideal, despite the cost to their physical, emotional, and financial health.
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